Retailers urged to meet calls for clearer pricing
Diageo has urged retailers to stock price–marked packs (PMPs) in the build-up to Christmas after 41% of the 500 convenience shoppers it inter- viewed said they want clearer pricing.
Rosalind Nash, senior category development manager for RTM and convenience, said: “We know that not knowing the price of something before you buy can be a barrier to purchase.
“Shoppers are already used to seeing PMPs on many of their regular purchases and they can reassure consumers they are getting fair value for their purchase.”
She added that 86% of consumers would trust the price on a PMP over the price on the shelf, according to research by HiM!.
“Diageo has a range of price-marked products available alongside standard (non-marked) packs,” said Nash.
“For details and pack availability retailers should speak to their wholesaler.”
Nash said that Diageo brands sales were up 9% in the run-up to Christmas last year (Nielsen, 12 weeks to 31/12/11) and predicted another strong festive period, with Smirnoff, Bell’s, Gordon’s, Captain Morgan’s Spiced and Baileys driving volume.
“Christmas is an extremely important time of year for retailers and to make the most of every shopper in their store at this time they should stock leading brands and the right pack sizes such as pre-mix cans and 35cl variants,” she said.